Brand Texts and Meaning in Post-Digital Consumer Culture. / Hackley, Chris; Rungpaka, Amy Hackley.

In: AM JOurnal of Art and Media Studies, Vol. 22, 15.09.2020, p. 147-168.

Research output: Contribution to journalArticlepeer-review

E-pub ahead of print

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Brand Texts and Meaning in Post-Digital Consumer Culture. / Hackley, Chris; Rungpaka, Amy Hackley.

In: AM JOurnal of Art and Media Studies, Vol. 22, 15.09.2020, p. 147-168.

Research output: Contribution to journalArticlepeer-review

Harvard

Hackley, C & Rungpaka, AH 2020, 'Brand Texts and Meaning in Post-Digital Consumer Culture', AM JOurnal of Art and Media Studies, vol. 22, pp. 147-168. https://doi.org/10.25038/am.v0i22.391

APA

Hackley, C., & Rungpaka, A. H. (2020). Brand Texts and Meaning in Post-Digital Consumer Culture. AM JOurnal of Art and Media Studies, 22, 147-168. https://doi.org/10.25038/am.v0i22.391

Vancouver

Hackley C, Rungpaka AH. Brand Texts and Meaning in Post-Digital Consumer Culture. AM JOurnal of Art and Media Studies. 2020 Sep 15;22:147-168. https://doi.org/10.25038/am.v0i22.391

Author

Hackley, Chris ; Rungpaka, Amy Hackley. / Brand Texts and Meaning in Post-Digital Consumer Culture. In: AM JOurnal of Art and Media Studies. 2020 ; Vol. 22. pp. 147-168.

BibTeX

@article{e3d4a07fb3434eea852ff71a54618325,
title = "Brand Texts and Meaning in Post-Digital Consumer Culture",
abstract = "This paper discusses the mechanisms of post-digital consumer cultural meaning-making using advertising as its point of departure. The assumption is that the post-digital is neither an era nor an epoch but a characterisation that reflects a consumer cultural world of digitised content that operates as a default for many consumers, while the analogue world hovers ghost-like, re-asserting itself where digital technologies cannot serve, where and when they cannot be accessed, or when they fail. In this post-digital world, the locus of consumer cultural meaning-making has shifted, from long-form advertising campaigns, to fragmented and polysemous intertexts that circulate kinetically via social media. In other words, the locus of consumer cultural meaning-making has shifted from the primary texts of brand marketing, to secondary or paratexts. Drawing on G{\'e}rard Genette{\textquoteright}s theory of transtextuality, the paper discusses how this post-digital meaning-making mechanism plays out, for brands, and beyond, within a post-digital consumer culture.",
keywords = "advertising, Literary Theory, paratexts, Social media advertising, consumer culture theory",
author = "Chris Hackley and Rungpaka, {Amy Hackley}",
year = "2020",
month = sep,
day = "15",
doi = "10.25038/am.v0i22.391",
language = "English",
volume = "22",
pages = "147--168",
journal = "AM JOurnal of Art and Media Studies",
issn = "2406-1654",

}

RIS

TY - JOUR

T1 - Brand Texts and Meaning in Post-Digital Consumer Culture

AU - Hackley, Chris

AU - Rungpaka, Amy Hackley

PY - 2020/9/15

Y1 - 2020/9/15

N2 - This paper discusses the mechanisms of post-digital consumer cultural meaning-making using advertising as its point of departure. The assumption is that the post-digital is neither an era nor an epoch but a characterisation that reflects a consumer cultural world of digitised content that operates as a default for many consumers, while the analogue world hovers ghost-like, re-asserting itself where digital technologies cannot serve, where and when they cannot be accessed, or when they fail. In this post-digital world, the locus of consumer cultural meaning-making has shifted, from long-form advertising campaigns, to fragmented and polysemous intertexts that circulate kinetically via social media. In other words, the locus of consumer cultural meaning-making has shifted from the primary texts of brand marketing, to secondary or paratexts. Drawing on Gérard Genette’s theory of transtextuality, the paper discusses how this post-digital meaning-making mechanism plays out, for brands, and beyond, within a post-digital consumer culture.

AB - This paper discusses the mechanisms of post-digital consumer cultural meaning-making using advertising as its point of departure. The assumption is that the post-digital is neither an era nor an epoch but a characterisation that reflects a consumer cultural world of digitised content that operates as a default for many consumers, while the analogue world hovers ghost-like, re-asserting itself where digital technologies cannot serve, where and when they cannot be accessed, or when they fail. In this post-digital world, the locus of consumer cultural meaning-making has shifted, from long-form advertising campaigns, to fragmented and polysemous intertexts that circulate kinetically via social media. In other words, the locus of consumer cultural meaning-making has shifted from the primary texts of brand marketing, to secondary or paratexts. Drawing on Gérard Genette’s theory of transtextuality, the paper discusses how this post-digital meaning-making mechanism plays out, for brands, and beyond, within a post-digital consumer culture.

KW - advertising

KW - Literary Theory

KW - paratexts

KW - Social media advertising

KW - consumer culture theory

UR - http://fmkjournals.fmk.edu.rs/index.php/AM/article/view/391

U2 - 10.25038/am.v0i22.391

DO - 10.25038/am.v0i22.391

M3 - Article

VL - 22

SP - 147

EP - 168

JO - AM JOurnal of Art and Media Studies

JF - AM JOurnal of Art and Media Studies

SN - 2406-1654

ER -